Market Orientation (MARKOR, Kohli & Jaworski)
StrategyReliability: alpha 0.883 sample items
About this scale
A multi-item measure of market orientation across three dimensions: intelligence generation, intelligence dissemination, and responsiveness.
Sample item(s)
“We meet with customers at least once a year to find out what products or services they will need in the future (generation)”
“We have inter-departmental meetings at least once a quarter to discuss market trends (dissemination)”
“We periodically review our product development efforts to ensure they are in line with what customers want (responsiveness)”
Reliability
Reported internal consistency: alpha 0.88. As a rule of thumb, Cronbach’s α ≥ .70 is considered acceptable, ≥ .80 good, and ≥ .90 excellent for established measures.
Notes
Most cited market-orientation measure.
Source & citation
Jaworski, B. J., & Kohli, A. K. (1993): Market orientation: Antecedents and consequences. Journal of Marketing, Vol. 57, No. 3, pp. 53–70.
Source. Scale details are summarised from the publication cited above. Always consult the original source for the full item set, scoring, and permission to use.
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